Many England fans have admitted they are turning to Chinese knock-offs due to the high price of buying the official kit, which costs supporters more than ever before
21:22, 30 Mar 2026Updated 21:22, 30 Mar 2026
Three Lions captain Harry Kane modelling England’s new home kit
Football fans are buying fake versions of England’s new World Cup shirt for less than £10 on Chinese black market market websites.
It comes after angry supporters kicked off at the price of the new £134.99 jersey for this summer’s tournament in North America. The official adult match version – the same top the players wear – is the most expensive in Three Lions’ history – up by 8%, more than double the rate of inflation, on the equivalent shirt for Euro 2024.
England fan Paul Dubberley has been travelling the world watching England in World Cup bids for 40 years. He told the Mirror: “I don’t blame them at all. £135 is just greed, especially on top of FIFA’s ticket price greed.
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Paul added: “For a family I would say definitely buy black market. I won’t buy a black market one, but I won’t pay £135. I will just wear an old shirt.”
The official junior match kits are priced at £114.99, while Nike’s less-fitted adult shirt is £89.99, with the junior version priced at £64.99. Fans who want a name on the back, such as England captain Harry Kane, must pay an extra £60.
The new England kit for sale online
Supporters are now openly talking about buying the knock-off versions, which are being sold on websites including one called DHGate, on social media.
On X, @Mr_Perrins13 wrote: “I wonder if @Nike or @England know/care that we are in a horrible cost of living crisis…and charging these prices only makes people/fans switch off with following football OR drives them to buying from DHgate.”
@Mr__Kirk said: “Your absolutely mad if you pay £150 for this when you can get a nearly identical one for a fraction of the price.” @HaseldenOrran added: “The England shirts are being sold for £90 each, meaning if I bought the Home, Away, and Goalkeeper shirt it would cost me £270. I can get all 3 for £35.”
The official England website shows the children’s kit
A Nike spokesperson said: “We know that any price increase matters to fans, and we never take that lightly. We regularly review our product costs to make sure we’re delivering the best possible performance and industry-leading innovation, while balancing rising material, manufacturing, and logistics costs.”
The controversy comes after a backlash about the high ticket prices fans face to see England at the World Cup, co-hosted by the US, Mexico and Canada, starting on June 11.
Football Supporters Europe and Euroconsumers have filed a formal complaint against FIFA over the prices and claimed football’s world governing body has “abused its monopoly position” in setting prices for the tournament, which begins on June 11.
For one person to attend eight matches – one in each round, it will cost around £5,225 in the lowest price range, £8,580 in the middle tier and £12,350 for the most expensive tickets.
Andy has become a cult hero to England fans in recent years(Image: Daily Mirror/Andy Stenning)
The retired teacher, 62, who lives in Thailand, has tickets for every game up to the final. Speaking about his house in the UK, he said: “It is going on the market because I’m selling it to go to the World Cup.
“I am going to the US on June 3 and will be there for seven weeks. So it will cost quite a lot of money. Andy added: “I always try to do things cheaply if I can. I will couch surf where possible. I am lucky to have friends in Mexico, Dallas, and Vancouver.”
The Mirror has approached the FA for comment.
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